Selected work

Complex customer and operational challenges, made practical.

Selected examples of customer experience, transformation, and continuous improvement work. Client and company details are anonymized where required.

Digital Transformation and Customer Experience

Fibre Migration Customer Journey

Challenge

Tens of thousands of customers needed to move to fibre technology while minimizing confusion, service disruption, avoidable calls, and operational risk.

Context

A large technology migration required customer communications, digital actions, systems, field operations, and frontline readiness to work as one journey.

Houda’s role

I helped design the end-to-end migration journey and translate the customer experience into coordinated business and system requirements.

Approach

I connected communications, digital self-service, customer actions, operational processes, and readiness into a practical migration path customers could understand and complete.

Cross-functional involvement

Technology, operations, call centres, and senior leadership.

Outcome and measurable results

35% of migrations were completed through online self-service. The approach improved customer control, reduced operational pressure, and was adopted by two additional lines of business.

What this example demonstrates

Customer journey design, digital enablement, process design, business readiness, change management, and self-service strategy.

Network Modernization and Self-Service

Zero-Downtime Modem Replacement Program

Challenge

A large modem replacement program required customers to replace equipment while minimizing service interruption and demand on support teams.

Context

The customer journey needed to support network modernization without making equipment replacement unnecessarily difficult or disruptive.

Houda’s role

I designed the customer-centred replacement strategy across communications, eligibility, equipment movement, requests, activation support, and frontline readiness.

Approach

The program clarified the sequence of customer and operational actions, strengthened self-service support, and prepared frontline teams for the remaining assisted contacts.

Cross-functional involvement

Network, technology, operations, digital, communications, and support teams.

Outcome and measurable results

50% of replacement requests moved through online self-service, supporting modernization while reducing customer disruption and avoidable contacts.

What this example demonstrates

Service design, operational improvement, customer communications, self-service adoption, risk management, and cross-functional delivery.

Customer Insights and Continuous Improvement

Voice of the Customer Program

Challenge

Customer feedback existed across different touchpoints, but the organization needed a consistent way to collect it, identify patterns, assign ownership, and turn insight into action.

Context

Fragmented feedback made it difficult to compare experience performance and focus improvement work across the journey.

Houda’s role

I rebuilt the survey framework and established a structured Voice of the Customer program across major journey touchpoints.

Approach

I connected feedback collection, touchpoint measurement, pattern identification, ownership, and improvement priorities in one operating rhythm.

Cross-functional involvement

Product, service delivery, operations, external partners, and frontline teams.

Outcome and measurable results

Touchpoint NPS increased by 45 points, representing a 300% improvement from the baseline in under 12 months.

What this example demonstrates

Voice of the Customer, survey strategy, customer insights, stakeholder alignment, continuous improvement, and performance measurement.

CRM, Marketing Automation and Retention

Lifecycle Communication and CRM Strategy

Challenge

Customer communications needed to support the full lifecycle rather than operate as isolated messages.

Context

The journey spanned initial interest, onboarding, engagement, retention, save-back, and win-back, with different triggers, timing, consent, and equipment needs.

Houda’s role

I designed the end-to-end communication strategy and redesigned onboarding communications in HubSpot.

Approach

I connected lifecycle stages, audience criteria, triggers, timing, surveys, consent requirements, customer communications, business objectives, and implementation needs.

Cross-functional involvement

Marketing, customer experience, operations, technology, and information systems teams.

Outcome and measurable results

The improved onboarding journey reduced onboarding-related calls by 26% and created a more structured foundation for engagement and retention.

What this example demonstrates

Lifecycle strategy, CRM, HubSpot, marketing automation, segmentation, retention, journey mapping, and customer communications.

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